A

Project Report On
“A study on consumer behavior towards Royal Enfield Bikes”

Submitted For

The partial fulfillment of B.Com (Honors’)

Submitted By Roll No: 170213500006

Registration No: 201701020688 of 2017-18

Session: 2019-2020

The University of Burdwan

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 CERTIFICATE

This is to certify that the presented topic is a full effort work carried out
by the group of St. Xavier’s College is the partial fulfillment of
requirement of the project of B.Com (Honors’) as completed my project
on “A study on Consumer behavior towards Royal Enfield’s Bikes”.
And has submitted a satisfactory report under the guidance of Prof.
Vishal Maheshwari.
The information submitted by me is true and original to the best of my
knowledge.

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 ACKNOWLEDGEMENT
I would like to convey my sincere thanks and gratitude to our departmental
head Prof. Vishal Maheshwari for his expert guidance and uplifting
inspiration, continuous support and co- operation throughout my project,
without which the present work woukld not have been possible.

I would also like to express my deepest sense of obligation to our

departmental professors, Prof. Somnath Tah, Prof. Barsha Ghosh, Prof.
Ancy Tirkey, and Prof. Suchana Bhattacharjee. They continuously and
convincingly conveyed a spirit of enthusiasm, in regard to this research
and without the invaluable suggestions and advice this dissertation would
not have been possible.

It is also my humble duty to record my sincere regard and indebtedness to

all the respondents from whom I have interacted during my project, for
their kind co- operation for helpingme to finish this dissertation work
successfully. I would also take this opportunity to thank the various people
who responded to my survey.
Above all, I would like to thank my beloved family, for their motivation,
co-operation, encouragement and constant support, which have always
triggered me to carry out this research work despite of all hurdles.

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 CONTENT

Sr.No Particulars Page No.

1. Conceptual Framework 8

2. Abstract 9

3. Introduction 10

4. Company Profile 11-12

5. Royal Enfield 13-17

6. Literature Review 18-22

7. Objective of Study 23

8. Scope of Study 24

9. Limitation 25

10. Research Methodology 26-27

11. Data Analysis and Interpretation 28-42

12. Conclusion 43

13. Recommendation 44

14. Bibliography 45

15. Questionnaire 46-50

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7
 CONCEPTUAL FRAMEWORK
Business continuously starts and closes with customers and therefore the shoppers
should be treated as the king of the market. All the business enhancements, profits,
status, image etc. of the organization depends on customers. Therefore, it’s necessary
for all the organizations to satisfy all the clients expectations and establish that they
are glad customers.

Customers satisfaction is that the live off requirements and response measures
collaborated and delivered to clients expectation. In today’s competitive business
marketplace, client satisfaction is a crucial performance exponent and basic
discriminator of business methods.

It additionally depends on however with efficiency, management and the way

services measured provided. This satisfaction can be associated with numerous
business aspects like selling, product producing, quality of merchandise and services,
responses customer’s issues and queries, completion of project, post delivery
services, grievance management etc.

It is essentially needed for a company to move and communicable with clients daily
to extend customer satisfaction. In these interaction and communications, it’s needed
to be verifying all individual clients desires and respond consequently. Therefore, this
study concerns on customer satisfaction to meet customer needs to make customers
loyal and retain them better profit in today’s modern market.

Customer’s perception on provider helps the client opt for among the provider on
basis of cash worth and the way well the delivered merchandise suits all the wants.
The supplier’s services never diminish once the delivery as client seeks high values
post selling services that might facilitate them use and customize the delivered
product a lot of with efficiency.

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 ABSTRACT
The purpose of this study on customer preference will help us to
understand the needs and wants of the customers towards Royal Enfield.
The study could provide appropriate and timely information about the
position of preference level of customers towards Royal Enfield. As the
objectives of this study is to analyze the customer preference and to find
out the customer satisfaction level towards the ironic brand Royal Enfield.

This study also investigate the services and factors which influence the
customers to purchase the Royal Enfield bikes and also identify what
customers are expecting from the Royal Enfield. To know about the
customer preference and factors which influence the customer’s preference
in buying decision process. Customer preference is influenced strongly by
culture, social, personal and psychological factors.

For this purpose, 120 customers were selected and obtained the various
responses based on the questionnaire method. By and large it was found
that most of the customers are choosing Royal Enfield vehicles because of
its Vehicle Appearance, pickup, good models and engine appearance etc.

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 INTRODUCTION
Since the Lambretta scooter was replaced with the flurry of exciting two-
wheeler models, Indian two-wheeler business has seen a remarkable
change in the way they observe the Indian marketplace. India has now
developed into the second largest manufacturers of two-wheelers in the
world. Currently they are around ten two-wheelers manufacturers in the
country, and they are Mahindra, Royal Enfield, Bajaj, Hero, Honda
Suzuki, TVS, and Yamaha.

The two-wheeler industry can be divided into motor cycles, scooters,

electric scooter and mopeds. The buyer has changed his preference from
mopeds to scooters and then to motorcycles. The trends seen in the past
few years females progressively using two-wheelers and various two-
wheelers manufacturers designing vehicle specially to furnish to desires of
this segment. Last decade saw Bajaj taking an important decision to stop
production of scooter and completely focus on motor cycles, especially
asserting change in consumer’s preference. The consumers are port
without a choice in most cases than to migrate from the old-style scooters
of the Indian family to the youthful bikes that one’s son rides to college.

With expanding earnings and acquiring intensity of the regular Indian, the
interest in bikes in the section has expanded considerably. There
additionally have been persistent indications of developing of the market
when the producers responded by thinking of advancement, getting
consideration of potential purchasers and some of the time making another
class of customers or adjusting the inclinations and stakes of mind of
existing buyers.

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 COMPANY PROFILE
Royal Enfield is a well-known automobile company that primarily deals in
manufacturing a motor cycles. Apart from that, it produces lawnmowers,
stationery engines and rifles. The company’s motto, “Made Like A Gun”,
reflects its weapons making legacy.

Royal Enfield is a company based in India with its headquarters in

Chennai. The company was founded as Enfield Manufacturing company
Limited in 1890. It produced its first ever bike under the brand name of
“Royal Enfield” in the same year in Redditch, Worcestershire, England.

Albert Eadie and Robert Walker Smith were the founders of Enfield
Manufacturing company Limited that ceased to exist after 1971.

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 ABOUT ROYAL ENFIELD Ltd.
INDIA
Although Enfield sold its first bike in India in 1949, it was not before 1955
that India’s own Royal Enfield manufacturing establishment came into
existence. In 1955, Redditch Company and Madras Motors became
partners and formed Enfield India, which is currently based in Chennai.

The present-day Royal Enfield company is a subsidiary of the Indian

automobile Stalwart Eicher Motors Limited. Mr. Siddhartha Lal is the
CEO of Royal Enfield India. Royal Enfield has been the most trusted high
capacity bike and the most favourite of the Indian government for the past
six decades.

The Government of India had a requirement of a powerful, high capacity,

strong and reliable vehicle for the Indian Army and Indian Police for
patrolling purposes. Royal Enfield was the name the Indian government
counted on. In 1965, 800 350cc Royal Enfield Bullet models units were
defunct in 1971. However, Enfield India just kept on growing in stature
and repute.

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 ROYAL ENFIELD PLANTS
Royal Enfield has one manufacturing and assembly facility in Chennai,
Tamil Nadu. This manufacturing plant has been functional since 1955
and still produces the Royal Enfield Bullet 350cc and 500cc models.

List of models produced at the plants:

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 LITERATURE REVIEW
“A study on Consumer Behavior Towards Royal Enfield Bikes” with
special relevance was undertaken with the target of sorting out customer’s
satisfaction level towards Royal Enfield Bikes. Here adopted appropriate
methodology for information assortment and analysis. It’s clear from the
study that the foremost customers of Royal Enfield square measures
extremely glad in most areas offered by Royal Enfield. And most
majorities among the glad customers square measures delighted customers.
This istudy reveals that by methodof reducing the lead-time, rising fuel
potency, service and advertising and by introducing new models capable to
via with the freshers within the market, Royal Enfield simply build the
total customers into extremely delighted customers.

“A study on service quality in Royal Enfield showroom, Chennai.” This

analysis examines service quality satisfaction within the showroom. First,
it analyses speculation regarding service quality conceptualization.Then a
modify SERVQUAL instrument is developed and applied to the
showroom victimization as subject one amongst the business. 5 service
dimensions are identified: READINESS dependability, TRUST,
COMFORT, SECURITY, and ACCESS. They are examined in terms of
their impact of customers’ overall quality satisfaction and their
temperament to advocate the firm to an admirer. These variables are found
to be affected heavily by 2 dimensions: trust and luxury.

“A study on Consumer Perception Towards Two-Wheeler Bikes.” This

study is based to identify the customer satisfaction of bike owners who are
using two-wheeler bikes in cities. The study concludes that Honda and
bajaj show maximum satisfaction whereas Tvs remains last.
“A study on interactive Marketing Communication Tools and brand
Knowledge with special Reference to Royal Enfield Bikes Owners”. It
shows us IMC tools such as Mobile app pop-ups, social networking and
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email marketing have influence on brand knowledge of Royal Enfield bike
owners. So, it is concluded that the company must concentrate more on
IMC tools in reaching customers At the same time IMC tools such as
Blogs, widgets and tele-marketing have no significance influence on brand
knowledge of Royal Enfield bike owners.

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This indicates that these tools are not official and hence miss-leading
advertisements creates false image of the advertisement that deviate the
minds of the consumer about Royal Enfield Bike. Hence the Royal Enfield
company should try to give more appealing advertisement in an authorized
way to create the stronger and knowledge about their products to the
consumers.

“A study on Cosuner behavior of a particular Branded 2 Wheelers in South

Coimbatore.” The purpose of all selling activities and the players withih
the market try to carry their places within the minds of the customers.
Their satisfaction plays a necessary role for the success of any business,
disapproval is around for hundreds of years to spot and differentiate the
products and services of 1 producer from those of another. It’s the dear
assets of a business. The brands like Hero, TVS, Suzuki, Bajaj, Honda,
Mahindra, Royal Enfield and Yamaha are the popular brands within the
two-whheler industry, during this scenary the study has been undertaken to
check the satisfaction level of the shoppers towards chosen branded 2
wheelers in South Coimbatore town.

“Passions to profits what makes Royal Enfield larger than Harley

Davidsion?” Vital to prosperous turnaround has been a robust and hot
leadership with a transparent vision and focus with daring choices to
reinvent the corporate in each side to create in a sturdy growth engine. This
has been more supported by robust business strategy with consumer initial
and complete building to form a traction within the market and distinctive
client capabilities in product style.

This study on client satisfaction is being related to one in every of the

leading two-wheeler company the Royal Enfield within the following
paragraph a quick note on the matter that has been undertaken because the
subject materials is explained, during this project report, we are going to
resolve the satisfaction level of Royal Enfield Bullet owner in metropolis
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town. This project evaluates the assorted factors that keep the client glad. It
additionally evaluates the assorted factors that influence a aclient to shop
for the bullet. Whereas choosing a bullet numerous side that has got to run
a plan with reference to complete image, Color, Fuel- Efficiency,
Technology used etc. A form was designed to conduct a survey and
therefore the information thus collected from acceptable respondents was
analyzed employing an applying package and analysis of variance check
was done to check the hypothesis.

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“A study on factors influencing Purchase intention of Consumers Towards
Two-Wheelers”. Purchase intention could be a commit to purchase a
decent or services within the future makers should bear in mind of the
acquisition intention of customers to supply and position their product
during an extremely competitive market. Two-wheeler automobile market
on Bharat is one amongst best market within the world and has engaged
into one amongst the most important automobile markets within the world.
This study aims to explore the factors influencing the acquisition intention
of customers towards two-wheelers.

“The Asian country two wheelers business has return great distance since
its humble starting in 1948 once Bajaj started commerce and
merchandising Vespa Scooters in India. Since then, the client preferences
have modified in favour of motorcycles and gearless scooters score higher
on technology, fuel economy and aesthetic attractiveness, at the expense of
metal-bodied in gear scooters and mopeds. In 1996, their market share fell
but still they had almost half of two- wheeler sales while of motorcycles, it
stood at around 30 %. By 2006 the reversal was dramatic.

This research work is an earnest attempt to know the factors that influence
the public for their preference on using Bike. All findings and suggestions
made during study are supported by the researches during the period of
research. It is hoped that the study and suggestions is implemented there
will be great reward for the project as well as it wilol be helpful for the
automobiles industries for their further activities. It is not easy for the
companies to cope up with the challenges of the market. And two-wheelers
are playing an important role in every people’s life in India. Therefore, the
researchers had an effort to analyze the consumer preference towards the
two-wheelers.

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 OBJECTIVE OF THE STUDY
1. To evaluate the attitude of young generation towards Royal Enfield.
2. To know about the experience after purchase relating various parameters
(Service, bike performance, mileage etc.).
3. To identify the factors influencing in selection of Royal Enfield.
4. To know the influence and impact of competitors.
5. To evaluate the attitude of young generation towards Royal Enfield.
6. To identify the factors influencing in selection of Royal Enfield.
7. To analyze the problem of Royal Enfield while compared to other
Bikes.
8. To know the influence and impact of competitors.
9. To study whether there is any change in perception of new generation
towards Royal Enfield.
10. To analyze the level of preference for new and old model of Royal
Enfield.

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 SCOPE OF STUDY
1. The study will bring out the extent of customer satisfaction level of
Royal Enfield.
2. The study will point out the different problem being faced by customers
of Royal Enfield Company.
3. This study will help the company to take any decision regarding the
upbeat of customer satisfaction.
4. The study will also attend to act as a reference to the other player of the
same industry

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 LIMITATION OF STUDY
1. Limited sample size.
2. The study is restricted only to the organized sector of two wheeler
industry.
3. Sample size was confined to 50 respondents keeping in view of time
and cost constraints.
4. The time stipulated for the project to be completed is less and thus
there are chances that some information might have been left out,
however due care is taken to include all the relevant information
needed.
5. Findings are based on sample survey. The information executed by
respondents may or may not be true because some respondents may
not be serious. However all possible has been made to collect the
information as authentically as possible.
6. It was difficult to find respondents as they were busy in their
schedule, and collection of data was very difficult.
7. The survey was time consuming.
8. Since the respondents have to fill the form online, they may not co-
operate properly.

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 RESEARCH METHODOLOGY
Research is done for collecting the information that helps to solve certain
problems effectively. It is a frame work with a specific logic from the
researcher to find out a reasonable solution for a problem. Research is a
step by step activity which needs to be accurate and reliable. It is
completed when the researcher gets proper solutions for his task. It aims at
definite solutions within a particular period. Research methodology is way
to solve the research problem systematically. It deals with the objective of
research study, the method defining research problem, the type of
hypothesis formulated, type of data collected, method used for data
collection and analysis, the methodology includes collection primary and
secondary data.

RESEARCH DESIGN

A research design is basis frame work, which provides guidelines for the
rest of research process. It is the map or blueprint according to which, the
research is to be conducted. The research design specifies the method of
study. Research design is prepared after formulating the research problem
and need to be most suitable to solve the problem.

POPULATION

Here the researcher selected 50 customers who purchased different brands

of Royal Enfield.

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DATA COLLECTION

The collection of data is the primary step in statistical investigation.

Collection of data is process of enumeration together with the proper
recording of results. The success of an enquiry depends upon proper data
collection. The methodology of this study involved collection of the
primary data and the secondary data.

SOURCE OF DATA

Data are the raw materials in which the research works. The task of data
collection begins after research problem has been defined and research
design chalked out. The data collection is classified as Primary data and
Secondary data.

A) PRIMARY DATA

Primary data are collected directly by way of using questionnaires as well

as by meeting the company managers, service head, store keeper and also
few sales executives of different agencies. So it will be reliable and
accurate and can easily by respondent.

B) SECONDARY DATA

These are data already collected and recorded. Here secondary data were
collected from the company’s office records like customer register and
delivery book, newspapers, official website of Royal Enfield, other web
sites, library books and also from previous project reports in related areas.

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 DATA ANALYSIS AND
INTERPRETATION
The Graphical Representation of each of the item is given below:

Table No.1:-
Table showing number of respondents in terms of Gender

Particulars No. Of Respondents Percentage (%)

Male 26 52%
Female 24 48%

Sources:Primary data

Interpretation:-

The above table depicts that out of total no. of respondents, 52%
respondents are male and 48% respondents are female.

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 Table No.2:-
Table showing Buyers are from which Profession?

Particulars No. Of Respondents Percentage (%)

Student 23 46%
Businessman 9 18%
Others 18 36%

Sources: Primary data

Interpretation:-

The above table depicts that the Company has most of Students and
Businessman.

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 Table No. 3:-

Table showing which features of Royal Enfield Classic 350 attracts you more, that
inspires you go for it?

Particulars No. Of Respondents Percentage (%)

Price 9 18%
Design 22 44%
Mileage 17 34%

Sources: Primary data

Interpretation:-

The above table depicts that 44% of the respondents highly satisfied with
Royal Enfield Design, 34% of the respondents satisfied with Royal Enfield
Mileage, and 18% of the respondents moderately satisfied with Royal
Enfield Price.

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 Table No. 4:-
Table showing which media of advertisement influence your purchase Royal Enfield
Classic 350?

Particulars No. Of Respondents Percentage (%)

Social Media 28 56%
Banner 17 34%
Newspaper 5 10%

Sources: Primary data

Interpretation:-

The above table depicts 56% of the respondents are aware of Royal Enfield
through Social Media, 34% of the respondents aware of Royal Enfield
through Banner,10% of the respondents aware of Royal Enfield through
Newspaper and TV advertisements.

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 Table No. 5:-

Table showing Rate of fuel Consumption?

Particulars No. Of Respondents Percentage (%)

High 39 78%
Average 11 22%

Sources: Primary data

Interpretation:-

The above table depicts that, 78% of the respondents say their bike gives
best mileage per litre, 22% of the respondents say their bike gives
moderate mileage per litre.

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 Table No. 6:-

Table showing the comfort and convenience of Royal Enfield?

Particulars No. Of Respondents Percentage (%)

Very Comfortable 27 54%
Average 23 46%

Sources: Primary data

Interpretation:-

The above table depicts that 54% of the respondents say that the comfort
and safety of Royal Enfield bike is excellent and 46% of the respondents
say that the comfort and safety of Royal Enfield bike is good or Average.

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 Table No. 7:-

Table showing Quality of Engine?

Particulars No. Of Respondents Percentage (%)

Excellent 24 48%
Good 24 48%
Satisfactory 2 4%

Sources: Primary data

Interpretation:-

The above table depicts that 48% of respondents says that Quality of
Engine is Excellent, and rest 48%says that Quality is good and remaining
says that the Quality is satisfactory.

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 Table No. 8:-

Table showing performance of balance while riding?

Particulars No. Of Respondents Percentage (%)

Excellent 14 28%
Very Good 28 56%
Good 8 16%

Sources: Primary dat

Interpretation:-

The above table showing 56% respondents are saying its performance
helps to a greater extent and its very good, 28% are saying that its
Excellent, and 16% are saying that its performance is Good.

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 Table No.9:-
Table showing Promotional offers that attracts Customer?

Particulars No. Of Respondents Percentage (%)

Advertisement 22 44%
From Relatives 17 34%
Brand 11 22%

Sources:Primary data

Interpretation:-

The above table showing 44% respondents are saying that they are aware
from advertisement, 34% from Relatives and friends, and 22% from others.

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 Table No.10:-
Table showing Price of bike?

Particulars No. Of Respondents Percentage (%)

High 34 68%
Medium 12 24%
Low 4 8%

Sources:Primary data

Interpretation:-

The above table depicts that 68% of the respondents say that the price is
high, 24% says that its medium and rest says that its price is low as it is
easily affordable to them.

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 Table No.11:-

Table showing Design of Royal Enfield?

Particulars No. Of Respondents Percentage (%)

Excellent 28 56%
Good 22 44%

Sources:Primary data

Interpretation:-

The above table depicts that 56% of the respondents say that the Design is
Excellent and rest says that its Good.

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 Table No.12:-

Table showing Pick-up of Royal Enfield?

Particulars No. Of Respondents Percentage (%)

Excellent 19 38%
Good 25 50%
Satisfactory 6 12%

Sources:Primary data

Interpretation:-

The above table depicts that 50% of the respondents say that the Pick up is
Good, 38% says that its Excellent and rest says that its Satisfactory.

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 Table No.13:-

Table showing Weight of Royal Enfield?

Particulars No. Of Respondents Percentage (%)

Very Heavy 25 50%
Heavy 25 50%

Sources:Primary data

Interpretation:-

The above table depicts that 50% of the respondents say that the Weight is
Very Heavy and rest 50% says that its Heavy.

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 Table No.14:-

Table showing Price of Spare Parts of Royal Enfield?

Particulars No. Of Respondents Percentage (%)

Very High 33 66%
High 17 34%

Sources:Primary data

Interpretation:-

The above table depicts that 66% of the respondents say that the Price of
Spare Parts is Very High and rest 34% says that its High.

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 Table No.15:-

Table showing Ignition System of Royal Enfield?

Particulars No. Of Respondents Percentage (%)

Excellent 31 62%
Good 19 38%

Sources:Primary data

Interpretation:-

The above table depicts that 62% of the respondents say that the Ignition
System is Good and rest 38% says that its Excellent.

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 CONCLUSION
It is inferred from the study that if these suggestions are implemented
Royal Enfield can place a dominant position in the market as well as in the
minds of customers. Brand image of “Royal Enfield” is the most
influencing factor to purchase a Royal Enfield product.

And from the year 2011 onwards the sales volume has increased rapidly.
Youth is the main customer group, who makes purchase mainly because of
the design and performance delivered and new technology used.
This is the most leading model in terms of sales, and its design and
performance delivered are the major reasons for that increase in sales. It
has become monopoly in the cruiser bike segment in India.

This study reveals the royal Enfield customers preferences and their
satisfaction level towards various aspects. The customer preference on
Royal Enfield motorcycle revealed that in order to capture the market, the
manufacturers have to give the best combination of looks, quality, cost
efficiency good features, safety, luxury and performance.

The findings of this study would help the company and as well as the
dealers to understand their customers and improve their satisfaction level
in future.

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 RECOMMENDATIONS
After analyzing the findings, the following Recommendation have been
prepared. Great care has been taken in making these Recommendation for
the improvement of consumer’s opinion.

 A clear majority of the respondents felt the after-sale services

of bikes should be changed to attract the customers.

 Some of them respondents had suggested improving the mileage

of Bikes.

 A considerable number of respondents opined that there

is a need to improve the technology of Royal Enfield
bikes like bike should have digital meter.

 The bikes recently introduced by Royal Enfield are mostly

concerned about youth. So, they should also consider
middle-aged people while manufacturing.

 Some of the respondents felt that the price of Royal Enfield

bike is high, it should be decreased to attract more
customers.

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 BIBLIOGRAPHY
The information regarding the project is collected from:-

 http://en.wikipedia.org/wiki
 www.google.com
 http://royalenfields.co.in
 www.royalppt.in

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 Questionnaire
Consumer Behaviour Towards Royal Enfield Bikes:
Name:

Age:
O 15-20
O 20-25
O 25-30
O30-35
O 35 an above

1.Gender

O Male
O Female
O Others

2.Profession

O Student
O Salaried
O Businessman
O Self employed
O Others

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3. Which features of Royal Enfield Classic 350 attracts you more, that
inspires you go for it?

O Price
O Design
O Mileage
O All of above

4. Which media of advertisement influence your purchase Royal Enfield

Classic 350?

O Social media
O Banner
O Newspaper
O Television

5. Which promotional offers attract your purchase?

O Advertisement
O Suggestion from friends and relatives
O Brand
O All of above

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6. What is the color range of Royal Enfield Classic 350?

O Wide range
O Moderate range
O Low range
O Poor range

7. What is the rate of fuel consumption for Royal Enfield Classic 350?

O High
O Average
O Low

8. When it comes to comfort and convenience, the Royal Enfield Classic

350 is?

O Very comfortable
O Average
O Not comfortable

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9. How is the price of Royal Enfield Classic 350?

O Exorbitant
O High
O Reasonable
O Low

10. How is the design of Royal Enfield Classic 350?

O Excellent
O Good
O Satisfactory O Poor

11. How is the pick-up of Royal Enfield Classic 350?

O Excellent
O Good
O Satisfactory
O Poor

12. What is the weight of Royal Enfield?

O Very heavy
O Heavy
O Average
O Low

13.How is the quality of engine?

O Excellent
O Good
O Satisfactory
O Poor

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14.How is the ignition system of Royal Enfield Classic 350?

O Excellent
O Good
O Satisfactory
O Poor

15. How is the quality of Royal Enfield?

O Excellent
O Good
O Satisfactory
O Poor

16.How is the performance of balance while riding?

O Excellent
O Very good
O Good
O Poor

17.How is the price of the spare parts of Royal Enfield Classic 350?

O Very high
O High
O Average
O low

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